How text formatting can enhance the readability and persuasiveness of text

HFI newsletter subscribers read smarter … when their copy was formatted with ReadSmart.

Last month’s newsletter was an experiment. Did you figure that out? At the end of the newsletter there was an invitation to participate in a survey. The survey had a mix of questions. We asked how you felt about the PDF format. You suggested topics you would like to read about. And then we asked about the content of the newsletter—to see how much you remembered from what you read.

Think back. The article was broadly about the Kindle2. But the research review focused on how Kindle would be even better if it automatically improved readability by applying a text formatting algorithm, like ReadSmart. And we reviewed the evidence that the ReadSmart algorithm enhances readability, retention and reader satisfaction. But old habits die hard. And, like any good skeptic, I also wanted to test Bever’s claims.

So, last month’s newsletter was actually an A|B test: Half of you received a “regular” copy of the newsletter. The other half received a ReadSmart copy. The survey explored 2 primary questions:
1. Do readers who were exposed to the ReadSmart copy remember more and remember more accurately than those who received the “regular,” unformatted text?
2. Are individuals who read the ReadSmarted copy be more likely to take action than those who read the “regular” version?

The answers are yes and yes.

The details

Two versions of the newsletter were distributed through the normal email, twitter and download channels.
1. Regular/Control: The visually treated newsletter was printed directly to a PDF format from QuarkXPress with standard spacing between words and letters.
2. ReadSmart: The visually treated PDF document was submitted to ReadSmart to apply the text formatting algorithm. The algorithm applied psychologically tested, linguistic rules to
• vary the size of spaces between letters and between words
• determine optimal line endings.
ReadSmart returned the PDF document that was distributed. Unless you know what to look for, its difficult to tell which document is which:

Download and compare the complete documents: Standard format versus Formatted with Readsmart

The two formats were distributed randomly. Half of subscribers received ReadSmarted formatting. The second half received the regular formatting. To ensure that the text formatting rendered as intended, the document was sent as a PDF file. Each newsletter included a link inviting readers to participate in a brief survey in exchange for the chance to win an iPOD shuffle. Although it was not obvious, the links were coded so that participants’ survey responses could be indexed to the format they received(Readsmart vs. Standard).

Analysis was completed for the 380 individuals who responded to all the questions on the survey. (Individuals who submitted partial responses were also entered in the ipod drawing).

Overall the analysis demonstrated that individuals who read the ReadSmart version and completed the survey understood the content better, and were more likely to take action with it.

Specifically, individuals who read a ReadSmarted newsletter remember the details of the article more accurately than those who read the “regular,” unformatted text.

ReadSmart readers chose correct answers, or failed to choose incorrect choices more often in 100% of the questions. P<.0005 (sign test, two tailed). The improved comprehension of ReadSmart readers reflected a combination of more correct choices of correct answers (p<.03) and fewer incorrect choices of incorrect answers (p<.02).

Perhaps more importantly, individuals who read the ReadSmarted text reported that they were more likely to take action on it. 33% of readers of the ReadSmart version said they would definitely or probably forward the story to someone else; 29% of readers of the normal format said this. In terms of click-throughs, difference reflects a +10% likelihood to forward the piece on to a friend or colleague. Couple this with the PET design understanding that information that originates from trusted sources has greater credibility and influence.

I think we have something to write home about. Text formatting with ReadSmart improves readability and actionability.You demonstrated it.